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“9 Criteria for Brand Essence” Deck
Uncovering & Articulating Essence
- 9 criteria for brand essence
- Why “trusted” isn’t the brand essence
- 7 common branding workshop pitfalls
- Patagonia: They also sell clothes.
- Why so few brands get it right
- Why intangibles are the more sustainable competitive advantages
- To inspire loyalty, ask why, not how.
- You say tomato. I say Fox’s Fine Gourmet Ketchup.
- Warning: Your brand is being commoditized!
- Brand essence by every other name
- For brand authenticity, look inside.
- Table-stake attributes do not differentiate brands.
Simplicity & Effectiveness of Messaging
Other Popular Posts
- What every non-marketer should know about branding
- When to hire vs. when to outsource
- Do artisan brands lose their fans when sold to conglomerates?
- So who is “the world’s greatest insurance spokesperson in the world?”
- Does Geico’s multi-concept strategy work?
- BMW uncovers its brand essence: joy
- P&G brands … itself?
Industry News
Blogs I Read
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Monthly Archives: December 2008
And what do you do?
You know that moment when someone you’ve just met asks the occupation question? “I’m in branding … which is much more than making logos. It’s marketing actually … but not the salesman kind. And interactive … you know, with computers?” … Continue reading
Posted in advertising, identity, public relations
3 Comments
The ROI for social media is the value of brand loyalty
Imagine for a moment that you are a disgruntled customer. (This is easy for me.) You’ve had a bad experience — let’s say a faulty product or poor service. You complain at the store. A savvy clerk listens, apologizes, addresses … Continue reading
Posted in loyalty, retail, roi, social media
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In defense of traditional media
Bashing traditional advertising media is popular now. Viewership, listenership, and readership is declining. It’s expensive. The kids ignore it — it skews old. Usage of the internet continues to usurp time spent with other media. All true. But mass media … Continue reading
Posted in advertising, interactive marketing, mass media
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